Glenfiddich Welcomes Challengers in First TV Campaign in India

Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, is launching its first ever TV campaign in India. The film illustrates how the brand constantly challenges itself to maintain this status.

The 30 second TV ad, ‘The Diver’, developed by London-based creative agency Space, aims to attract new whisky drinkers to Glenfiddich in key growth markets.

The film follows the story of a freediver at the top of his game, in his attempt to beat his own world record. He manages to push himself further and further, deeper into the unknown, beyond what was thought humanly possible, giving the viewer an insight into the mind of a challenger.

When the character has seemingly reached his limit, he spectacularly swan dives into a deep, dark ‘blue hole’ and experiences an alien underwater world leaving the viewer to guess whether this is reality or fantasy. The voiceover follows the freediver’s internal monologue in his pursuit to be the best, before the heart stopping climax as he rushes to the surface. The advert ends with the call to action ‘Challengers Welcome’.

The closing line ‘Challengers Welcome’ represents Glenfiddich’s passion for pushing the boundaries. It is this uncompromising attitude and approach to innovation which has helped to secure its status as the World’s Most Awarded Single Malt Scotch Whisky. It’s a bold, confident line which reinforces the brand’s leadership whilst inviting drinkers to the brand.

The Diver is directed by Lisa Gunning through Green Tea Films and shot by renowned underwater filmographer Peter Zuccarini.

Enda O’Sullivan, Global Brand Director, Glenfiddich commented: “ Glenfiddich created the single malt Scotch whisky category as we know it today and being independent and family run, we’ve had a licence over the years to challenge conventions and traditions. It is this long rich history of creativity and entrepreneurialism that has helped to secure our status of the World’s Most Awarded Single Malt Scotch Whisky. We believe this campaign delivers that message in a highly differentiated way, enabling us to stand out from an increasingly crowded category, especially for drinkers who are looking for a spirits brand that stands for quality.”

Greg McAlinden, Creative Director at Space added “Challengers Welcome’ is a beautifully simple idea and the Diver is stunning film that brings to life the mindset of the brand that it dramatises. We looked to challenge the dominant ideology of whisky advertising, and move away from its conventional aesthetic. The result is a striking piece of communications.”